Think With Google: Consumers Are Searching For The ‘Best’ — Even For Low-Consideration Products

As mobile and voice searches for everything from 'best toothpaste' to 'best deodorant' skyrocket, its time for CPG marketers to revamp their strategies.

By Lauryn ChamberlainOct 17, 2017 2:38PM

Mobile searches for “best” have grown over 80 percent in the past two years, but customers aren’t simply searching for the best luxury hotels or the best mortgage rates: Searches for “best” are showing higher growth among “low-consideration” products like toothpaste or umbrellas than these “high-consideration” products, according to research from Think With Google.

In fact, mobile searches for “best toothbrush” have grown over 100 percent and “best deodorant” over 60 percent — confirming that consumers are increasingly turning to mobile research not just for the big things, but for everything.

“Whether it’s value, style, or quality we care about, nowadays anything we’re considering buying — no matter the category or price — can be, and is likely to be, researched on mobile first,” TWG’s report states. “That means today’s consumer defines what’s high versus low consideration for herself, so marketers across categories have the chance to influence these curious and investigative shoppers with helpful advice.”

“Best Of” — Via Voice And Text

So, what does this mean for marketers?

First, that even when it comes to low-cost, frequently replaced goods, marketers must assume that shoppers are doing research for “best in category” on mobile. CPG marketers in particular may need to think about their strategy in this area, as reviews for toothbrushes aren’t typically found on a pharmacy’s listing or a Yelp page; it’s likely Amazon that will yield the most results here, unless these brands think specifically about how to rank in a customer’s location-specific search results.

In that vein, there is an inherent location-based quality to these requests: Searching for the “”best x” generally means that someone wants to go somewhere or buy something in the physical world. As we wrote previously, TWG’s research bears this out: Compared to just a year ago, smartphone users are reportedly significantly more likely to purchase from companies whose mobile sites or apps customize information to their location.

And finally, this trend suggests that the voice-first revolution matters for an even wider range of marketers than previously expected: As Google sees increases in “best of” searches across the board, it’s important to bear in mind that over 20 percent of these searches made in the Google app are made by voice. Whether you’re selling turquoise or toothpaste, search results across across platforms matter.